Ricky Gervais doesn’t go long without advocating for animals despite his busy schedule. He has used his popularity to speak out against shark culls, hunters and animal testing among many, many others. His latest target: puppy mills.

The actor finished his message with the hashtag ‘#wheresmum’ and a picture of a number of white puppies crammed into a cage looking desperately sad.

Twitter considered the image ‘sensitive media’ and required readers an extra click to actually open and see the photo but clearly his followers thought the subject was worth cringing for. The tweet was shared over 2000 times.